Tropicana and their Failed Attempt at Rebranding

Tropicana is considered the most popular juice brand in the market. However, Tropicana had done a rebranding in 2009 and it turned out to be a complete failure. Tropicana had spent over 35 million dollars to create new packaging. The new packaging included a new logo, carton design, and advertising campaign. However, this rebranding did not work, and because of this Tropicana sales dropped significantly within just two months of the rebranding.

Since Tropicana did the rebranding, it led to customers being confused with the changes. This all led to Tropicana going back to the original packaging. By doing this it led to Tropicana make a recovery in their sales. This is important because rebranding does not always mean that it will be effective. Companies need to reevaluate and get consumer reports back before they make significant rebranding attempts.